European Community Support Award

2014 Winner

The Mall at Cribbs Causeway“Gromit Unleashed” campaign

This year’s award has gone to The Mall at Cribbs Causeway in Bristol, United Kingdom, for their “Gromit Unleashed” campaign which raised funds for the Bristol Children’s Hospital. The award was presented at ICSC’s European Marketing Conference on May 15, 2014, in Amsterdam. In honour of their win, the ICSC Foundation will make a $5,000 USD contribution to support the Bristol Children’s Hospital.

The Mall at Cribbs Causeway, which is managed by CBRE, helped raise funds for the expansion of Bristol’s Children’s Hospital by launching their “Gromit Unleashed” campaign, in partnership with the Wallace & Gromit’s Grand Appeal, the official charity organization of the hospital. The campaign featured a new Gromit Unleashed shop in the mall, hosted a Wallace & Gromit exhibition, and operated a fundraiser and auction. The Gromit Unleashed shop generated over $2.1 million for the charity and the auction raised $3.8 million.

The Mall at Cribbs Causeway is home to 135 shops and restaurants and provides a full range of concerts, events and activities for the local community and shoppers from across the region. Employing over 6,000 people from within a 20 mile radius, The Mall also serves both local and national businesses by providing a major regional hub for UK and international retailers.